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Even though the blockchain industry is still relatively nascent, a number of service
providers and business support firms have cropped up on the scene since the
boom of 2017. Now, developer conferences and online blockchain forums are
flooded with marketing firms and blockchain PR agencies.
While most firms in this space are simply casual startups with little to no experience, some are backed up by industry veterans and differentiated by legitimate marketing skills and blockchain expertise. To figure out if the blockchain PR agency you’ve picked is right for your team, here are some basic questions you need to ask them before signing the contract:
1. Do you have technical expertise?
To be clear, blockchain PR agencies don’t need to have coding or smart contract
development skills, but a little bit of technical knowledge will help them
create relevant content and position your firm as thought leaders in the
industry. Which is why it’s important to know that the blockchain PR team has
at least a few tech-savvy employees or a consulting relationship with a
2. Who have you worked with?
Digital marketing isn’t just about content creation and keyword targeting any more.
Noteworthy blockchain PR agencies have working relationships with journalists,
institutional investors, mainstream publications, editors, online influencers,
and perhaps even potential rivals and partners. An agency with the right
network can help you get the right sort of publicity and investor attention for
3. What are your other commitments?
Agencies generally work with more than one client at a time, and there’s nothing wrong
with that. However, it’s important to know how much time and effort the team
can commit to your project. If the blockchain PR firm is already working with a
number of bigger and more resourceful clients, it may be fair to say they won’t
give you much attention once the contract has been signed.
4. How do you measure success?
Despite the intangible nature of publicity and marketing, your blockchain PR firm needs to have a set of metrics that they can use to measure performance. Ask your team if they focus on return on investment, engagement, positive coverage, or volume
of sales before you commit to working with them.
5. Does the price affect service?
As with any other business investment, PR and marketing requires a tight budget and a fair balance between costs and priorities. Speak to your blockchain PR agency –
openly and honestly – about the budget they recommend and the services they can
provide at different price-points. You don’t want to commit to a budget that’s
too low and leaves your PR team underutilized, just as you don’t want to spend
too much money on irrelevant events and press appearances. Having this
conversation early will ensure all parties have measured expectations and
concrete goals set out before launch.
Asking these five questions before you hire a blockchain PR agency could help you make an informed decision about your project’s long-term marketing and public communications strategy.
EAK Digital is a leading Global Blockchain PR Agency that works with Blockchain start-ups to help them gain mass media coverage across both mainstream and crypto publications alike.